Known for it, and now he writes for CBG and RC where every article has photos of him gurning over one of his own bikes.
I saw a post on FaceAche recently where someone posted a query about a Velo, and the reply was "ask (the optician) , he's the Velo expert around here".
Funny, only a couple of years ago he couldn't abide all that "dodgy Brit sh*t"....
Funny how people change when £ signs are involved.